Understand the various archetypes/ store clusters in the covered region.
Assist in developing comprehensive regional store marketing plans & BTL initiatives that align with the overall brand & product objectives, ensuring the specific needs, preferences, and cultural characteristics of each archetype/ store cluster.
Propose adaptations to messaging, imagery, and language from the launch package to reflect regional preferences and cultural sensitivities, ensuring that marketing collateral - such as promotional materials and displays - is localized to resonate with the target audience in the assigned region.
2. Regional Store Marketing Commerce
Implement local Store Marketing activities (nationwide, customized activities, new store openings from the third month, down-store activities) and ensure the rollout of marketing campaigns to all stores in the assigned region.
Assist in providing valuable insights to determine the product assortment for each archetype/store cluster, considering regional preferences, local tastes, and market trends to ensure that product offerings meet the specific demands of customers.
Proactively collaborate with RM/AM and regional DMs to understand local insights, challenges, and opportunities, proposing better marketing activities and providing guidance, target commitments, and support to ensure the execution and implementation of BTL marketing activities within the assigned region.
Provide regional forecasts, including ROI and budget tracking.
3. Performance Tracking and Analysis
Monitor the performance of in-store marketing initiatives within the assigned region.
Track key performance indicators (KPIs) such as sales, redemption rates, and customer feedback to assess the effectiveness of regionalized marketing efforts.
Analyze data and insights to propose data-driven decisions and recommendations for future activities.
Job Requirement
Bachelor's degree in Marketing, Business Administration, or a related field.
1+ year of experience in similar position working in the FMCG/ retail/ food & beverage industry, emphasis on coffee and tea is a plus.
Experience in executing BTL marketing activities, preferably within the retail, food & beverage, or consumer goods industry.
Understanding of store marketing principles and strategies, particularly in the context of BTL marketing.
Knowledge of consumer behaviors, market dynamics, and regional nuances within the retail industry is a plus.
Ability to manage multi-store operations independently with minimal supervision.
Strong communication and interpersonal skills
Demonstrate adaptability in a fast-paced environment.
Ability to collaborate effectively with cross-functional teams and external partners/ vendors.
Proficiency in Microsoft Office and marketing software/tools.
Numerical & analytical skills.
Problem-solving skills.
Location
Ho Chi Minh
125-127 Nguyen Co Thanh, An Loi Dong ward, District 2, Thu Duc City, HCMC
